"Bart Bailey" wrote in message
...
In posted on Wed,
9 Jul 2008 09:48:49 -0700, David Eduardo wrote: Begin


Except for small markets, there are no such advertisers. I asked recently
about LA and how many agency buys targeted 55+ and was told, "none."
There
are no advertisers who want 55+ in the significant radio metro areas.

So when stations advertise term life, prepaid burial policies, etc.
they're going after the youngsters?

Most of those are PI, or "Per Inquiry" ads, which pay by the lead, not by
the spot. When you have unsold time, or have to fill in a network break, you
run that stuff and it may bring in a few dollars. But you can't sustain a
station with that stuff. Many of the late night ads, like C.C. Crane and the
like, are also PI accounts. It's only a tiny bit better than running the Ad
Council PSAs.